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dc.contributor.authorBuckley, Ralf
dc.contributor.authorMossaz, Alexa
dc.date.accessioned2019-07-04T12:38:38Z
dc.date.available2019-07-04T12:38:38Z
dc.date.issued2018
dc.identifier.issn0006-3207
dc.identifier.doi10.1016/j.biocon.2017.12.001
dc.identifier.urihttp://hdl.handle.net/10072/379845
dc.description.abstractConservation finance in many African countries relies heavily on tourism. Some commercial tourism companies provide substantial funding for private reserves, communal conservancies, and public protected areas, and for anti-poaching, breeding, and translocation programs. They also provide local employment, which generates community support for conservation. To generate funds, they must attract clients. This relies on marketing, which we analysed using staff interviews, marketing materials, and client comments. We found that they market: wildlife viewing opportunities first; luxury and exclusiveness second; and conservation projects third. They focus on flagship species such as the African big cats, and they market directly to tourists, and to specialist rather than generalist travel agents. In their view, conservation projects influence purchases significantly for some clients, but not for the majority, nor for travel agents. Therefore, maximum contributions to future conservation finance can be achieved through differential marketing to these two groups. Mainstream marketing is targeted at tourists who want the best wildlife viewing in the greatest comfort. Conservation marketing is targeted at tourists who purchase products that contribute to conservation. If these tourists were identified during marketing and booking, then conservation tourism enterprises could notify conservation trusts to seek donations.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherElsevier
dc.publisher.placeNetherlands
dc.relation.ispartofpagefrom57
dc.relation.ispartofpageto63
dc.relation.ispartofjournalBiological Conservation
dc.relation.ispartofvolume218
dc.subject.fieldofresearchEnvironmental Sciences not elsewhere classified
dc.subject.fieldofresearchEnvironmental Sciences
dc.subject.fieldofresearchBiological Sciences
dc.subject.fieldofresearchAgricultural and Veterinary Sciences
dc.subject.fieldofresearchcode059999
dc.subject.fieldofresearchcode05
dc.subject.fieldofresearchcode06
dc.subject.fieldofresearchcode07
dc.titlePrivate conservation funding from wildlife tourism enterprises in sub-Saharan Africa: Conservation marketing beliefs and practices
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dcterms.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.description.versionPost-print
gro.facultyGriffith Sciences, School of Environment and Science
gro.rights.copyright© 2018 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorBuckley, Ralf


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